Is the UK’s retail industry social enough?

Is the UK’s retail industry social enough?

Written by Ben Sillitoe

Just 42 per cent of retail brands questioned in a new survey are utilising the current generation’s favourite tool, social media.
Companies with no presence on portals such as Twitter and Facebook could be missing out on a chance to engage with their customers and strengthen relationships.
The study, which was undertaken by ecommerce solutions firm dotcommerce, indicated that it is surprising there are not more businesses using social media because it does not cost a lot and there is a vast audience to tap into.
Indeed, the research suggested only 12 per cent of retailers use more than one form of social media to communicate with their target audiences, despite the prevalence of tools at their disposal.
Some 24 per cent of the brands assessed had a Facebook presence, but 26 per cent were on Twitter – despite the latter having been around for a shorter period of time and containing a smaller user base.
“Twitter is simpler by nature, which makes it potentially easier for businesses to get going with it quickly, and which may account for the slight preference for this network amongst the brands we assessed,” the dotcommerce report stated.
Marks & Spencer (M&S) is one retailer currently utilising Twitter by informing followers of new product updates and promotions, as well as details about its current marketing campaigns. M&S’ Twitter followers are approaching 7,000 in number.
Other firms may wish to follow in the high street firm’s footsteps in order to stay in tune with their customers.